E.l.f Beauty has captured the elusive Bigfoot. Well, captured what the notorious ape-like creature might look like with a proper haircare regimen, as the beauty giant expands its empire with e.l.f. Hair, its first haircare collection.

Though the brand name suggests folklore and mythology, e.l.f. simply spells “eyes lips face,” to which the company playfully adds an extra h with “What the h.e.l.f?” The campaign is built around a human truth: confidence isn’t just something you feel; it’s something you wear, and it starts at the root.

Read the full article HERE